Multiple Choice Questions:

1. ________ is never simple, yet understanding it is the essential task of marketing management.

a. Consumption pioneering b. Buying behavior c. Brand personality d. Understanding the difference between primary and secondary data e. Early adoption

2. ________ is a person's pattern of living as expressed in her psychographics, including her activities, interests and opinions.

a. Personality b. Motive c. Lifestyle d. Culture e. Social class

3. All of the following make up a person's lifestyle EXCEPT ________.

a. interests b. AIO dimensions c. work d. dissonance-reducing buying behavior e. opinions

4. A person's buying choices are influenced by four major psychological factors. Which is NOT one of these factors?

a. Alternative evaluation b. Learning c. Perception d. Motivation e. Beliefs and attitudes

5. The relationship between the consumer's expectations and the product's ________ determines whether the buyer is satisfied or dissatisfied with a purchase.

a. recognition b. brand personality c. service quality d. consumer market e. perceived performance

6. Which of the following is the final stage in the new product adoption process?

a. Evaluation b. Awareness c. Trial d. Acceptance e. Adoption

7. Stephanie and Jamal attended a sales seminar. Both left the seminar with differing opinions about what was important to implement in their jobs. Both used the information in different ways, according to what each already believed was important. They have engaged in ________.

a. selective distortion b. selective retention c. perceptual defense d. selective attention e. selective attitude

8. In which of the following ways is Boeing like most other large companies?

a. It produces hundreds of products for a wide range of markets. b. It has an entertainment division. c. Most of its business comes from final consumers. d. It has an investment division. e. Most of its business comes from commercial and industrial customers.

9. Which business buying situation is the marketer's greatest opportunity and challenge?

a. System rebuy b. New task c. Multiple rebuys d. Straight rebuy e. Modified rebuy

10. Don Amspacher, in his role on the buying committee, provides information for evaluating the alternative purchase decisions and helps define and set specifications for evaluating alternatives for purchasing. Don is a(n) ________.

a. gatekeeper b. influencer c. decider d. user e. buyer

11. Status, empathy and persuasiveness are all examples of ________ influences on business buyer behavior.

a. cultural b. organizational c. interpersonal d. environmental e. individual

12. Business marketers often alert customers to potential problems and then show how their products provide solutions. These marketers are hoping to influence which stage of the business buying process?

a. General need description b. Order-routine specification c. Alternative evaluations d. Performance review e. Problem recognition

13. In the generally accepted stages of the business buying process, the step following problem recognition is ________.

a. Supplier search b. Proposal solicitation c. Performance review d. Product value analysis e. General need description

14. In the case of maintenance, repair, and operating items, buyers may use a ________ rather than periodic purchase orders.

a. blanket contract b. binding purchase order c. negotiable instrument d. solutions purchase e. locked-in sale

15. There are many factors considered in government buying but ________ is typically the most important.

a. packaging b. personal selling c. price d. advertising e. public relations

16. When competitors use differentiated or concentrated marketing, ________ marketing can be disastrous.

a. differentiated b. concentrated c. customized d. undifferentiated e. localized

17. Which positioning strategy offers consumers a "good deal" by offering equivalent-quality products or services at a lower price?

a. Less-for-much-less b. More-for-less c. All-or-nothing d. Same-for-less e. More-for-the-same

18. Ford Motor Company emphasizes "Quality First Ford Tough" in its truck products. In doing so, the company has developed a differentiation strategy based on ________.

a. positioning b. products c. image d. people e. services

19. The third level of a product that product planners must consider is a(n) ________ that offers additional consumer services and benefits.

a. image b. augmented product c. industrial product d. brand equity e. brand extension

20. Products and services fall into two broad classifications based on the types of consumers that use them. Which is one of these broad classes?

a. Materials and parts b. Industrial products c. Supplies and services d. Specialty products e. Convenience products

21. ________ involves activities undertaken to create, maintain or change attitudes toward particular cities, states and regions.

a. Organization marketing b. Place marketing c. Social marketing d. Interactive marketing e. Idea marketing

22. What are the two dimensions of product quality?

a. Conformance and style b. Performance and resistance c. Consistency and level d. Feature and design e. Design and innovation

23. ________ contributes to a product's usefulness as well as to its looks.

a. Design b. Brand c. Conformance quality d. Style e. Functionality

24. A(n) ________ is a name, term, sign, symbol, design or a combination of these that identifies the maker or seller of a product or service.

a. service b. internal marketing c. external marketing d. brand e. co-branding

25. In the competition between ________ and ________ brands, retailers have the advantages of controlling what products will be stocked, where products will be stocked, what prices will be charged and which products will be featured in print promotions.

a. store; licensed b. national; manufacturer's c. store; private d. private; distributor e. national; private

Written Assignment:

1) Briefly describe the major advantages of business-to-business marketing on the Internet.

2) Products and services fall into two broad classes based on the types of consumers that use them. Name these two broad classes and describe how they are different from each other.

3) A company has four choices when it comes to developing brands. Describe what they are.